SOURCE: Specialty Coffee Association of America

Specialty Coffee Association of America

March 07, 2011 18:25 ET

Largest Coffee-Producing Country and Second Largest Consuming Country Featured at Specialty Coffee Event

Brazil to Be Portrait Country at the Specialty Coffee Association of America's 23rd Annual Exposition

LONG BEACH, CA--(Marketwire - March 7, 2011) - The Specialty Coffee Association of America (SCAA) is pleased to announce Brazil as the Portrait Country at its 23rd Annual Specialty Coffee Event, April 28 - May 1, 2011 in Houston, Texas at the George R. Brown Convention Center. Brazil is the largest coffee producing country in the world and the second largest coffee consuming country; thus its presence at this event is a significant opportunity for market development. Brazil's involvement is intended to educate the industry on Brazil coffee production, foster cultural exchange, and deepen market ties between the U.S. and Brazil as well as among the global coffee community.

A major topic of interest for the coffee community is rising coffee prices, occurring largely as a result of demand outpacing supply. As such, market forecasts from Brazil, both in terms of coffee production and market growth for coffee consumption, are of increasing interest and will be a timely part of the discussion at The Event. Additionally, leading experts from Brazil including Carlos Brando of P&A International Marketing and Dr. Flavio Meiro Borem will address structural issues and solutions in the supply chain such as responses to ongoing labor pressures, adaptive strategies for climate change, and technological advances in production. These discussions will take place at the SCAA executive series, Symposium, just prior to the main event on April 27-28 at the Hilton Americas in Houston, Texas. SCAA Deputy Director, Tracy Ging, comments, "Sustainability and quality are two intricately related pillars of specialty coffee that require ongoing collaboration and innovation. The partnership with Brazil this year will allow us to not only celebrate the contributions Brazil has made thus far, but also create a platform for a strong future."

Brazil will showcase its culture through entertainment and food during the opening ceremonies and welcome reception, display its coffees for sampling at a number of cupping events throughout the four days, and highlight various regions through an interactive display in their booth. The delegation from Brazil is expected to surpass five hundred people and will include coffee growers, researchers, traders, roasters, baristas, and government and trade officials. 

About SCAA

The Specialty Coffee Association of America (SCAA) is the world's coffee authority and largest coffee trade association with nearly 3,000 member companies. SCAA members are located in more than 40 countries and represent every segment of the specialty coffee industry, including producers, roasters, importers/exporters, retailers, manufacturers, baristas and coffee enthusiasts. SCAA is dedicated to creating a vibrant specialty coffee community, recognizing, developing and promoting specialty coffee by setting and maintaining quality standards for the industry; conducting research on coffee, equipment and perfection of craft; and providing education, training, resources and business services for its members. Visit

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